Edition: 17th Language: English Schedule: Monday to Friday from 6.30pm to 10.40pm Credits: 30*
Introduction:
The Postgraduate in Trends Research helps students to develop a critical mind so as to pinpoint the driving forces behind the change in consumer society and the new opportunities this entails for companies.
Today’s product advertising, marketing and development models fail to keep up with the pace of social evolution and the way we live our everyday lives. Because of this, never has it been more important for a professional in any field to keep in touch with the consumer’s culture, expectations and experience.
The Postgraduate lays out the knowledge and tools students need to identify the major consumption trends, understand their impact and apply them successfully to business contexts. It is structured in a series of complementary modules that follow the chronology of research project development and includes a practical assignment to be carried out in collaboration with a real organisation.
Objectives:
The aim of the Postgraduate is to help students to construct the critical vision required to identify why things happen, which forces are driving change and how these changes represent new opportunities for businesses.
– Identify major consumer trends based on a variety of online and offline sources.
– Analyse consumer trends by learning to identify how and why they come about.
– Understand the impact they have or will have on different sectors of the economy.
Methodology:
The Postgraduate is divided into complementary modules that follow the development stages of research projects: History and Theories of Consumption, Consumer Behaviour, Industry Structure and Applying Consumer Trends Research to Decision-making.
The first module examines the consumption system and the different theories that analyse the existence and propagation of trends.
The second module focuses on understanding consumers, how they think, feel and behave.
The third module takes an in-depth look at the dynamics and rules underlying the functioning of industry today. The fourth module is on understanding how consumers respond and what forces are driving companies. It takes an in-depth look at how business decisions are made by using studies of consumer trends and behaviour.
Class time is divided into theoretical classes taught by renowned practitioners, workshops, excursions around the city to explore innovative businesses in situ and discussions with professionals to learn from their opinions and knowledge.
The entire process ends with an individual practical project that is continuously developed over the duration of the course. The project gives students an opportunity to put into practice what they have learned during the programme and to check the feasibility of their proposals based on the support of a sponsor company.
Student Profile:
This Postgraduate course is geared towards graduates and professionals who, beyond a mere curiosity that proves essential in today’s world, are eager to take on the knowledge and skills needed to play a leading role in designing concepts, services and products to suit new consumers.
It proves of particular interest to professionals who wish to turn trend research into their field of expertise or those who wish to work in marketing, publicity or design and would like to learn how to capitalise on the value of trends in their daily tasks.
Access to the course will be limited to candidates who are able to show proof of a university degree or equivalent. Candidates who lack the requisite university qualifications may access the course based on their professional achievements. In this case, IED Barcelona will, at its own discretion, decide as to the type of qualification they will be given.
Job Opportunities:
Forecasting, branding, trend research, data mining, social media monitoring, product development, advertising, innovation consultancy or a career in research in the public sector or for nonprofit organisations, among other options.
About IED:
IED forms a truly unique network of encounters, experiences, people and cultures. The students develop a deep sense of belonging and their drive to innovate and share resources, ideas and contacts forges a tight-knit community.
IED is also part of CUMULUS (International Association of Universities and Colleges of Art, Design and Media), ELIA (The European League of the Institute of Arts) as well as a member of ERASMUS+ (Erasmus Charter for Higher Education 2014-2020 award and Erasmus Policy Statement). It also maintains links with various international Universities and Academic Associations, including: ADI (Association for Industrial Design), NAFSA (Association of International Educators), and EAIE (European Association for International Education): a large group of institutions based in different parts of the world that completes and expands upon the possibility of academic exchange open to IED students.
This wide-ranging group of international organizations grants IED students even more extensive possibilities for academic exchange. Numerous bilateral agreements with prestigious foreign universities provide the chance for our students to take part in the Exchange Study Program and in the Erasmus + Program and spend a semester abroad at one of our partner universities or another IED location.
The enormous heritage of international creative ideas, words and deeds is a worldwide acknowledged IED value, demonstrating that respect for cultural diverity and multidisciplinarity and the resulting ‘culture of jointness’ approach to education are an unquestionable key to success.
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